Use Of Marketing Technologies Research Articles

Marketing Strategies in the Era of Mobile Applications: The Use of Geolocation and Contextual Advertising

"This comprehensive study embarks on an exploration of contemporary marketing strategies within the dynamic landscape of mobile applications, particularly emphasizing the utilization of geolocation and contextual advertising. The crux of this research lies in dissecting the effectiveness and inherent challenges of these cutting-edge marketing tactics. By systematically analyzing various case studies and current literature, the study unveils the substantial impact of geolocation-based marketing and contextual advertising on enhancing customer engagement and driving sales, underscoring the significant return on investment these strategies offer. However, this exploration is not without its complexities. The study investigates the technical challenges, including issues of data accuracy and platform integration, and critically examines the ethical and privacy concerns that are increasingly coming to the fore in the digital marketing domain. The research highlights the delicate balance marketers must maintain between leveraging innovative technologies and respecting consumer privacy, especially in light of stringent regulatory landscapes like GDPR and CCPA. A unique aspect of this study is its forward-looking approach, offering strategic recommendations for marketers to harness these technologies effectively. It also identifies and suggests areas for future research, particularly focusing on the evolving nature of privacy regulations and the potential impact they hold on shaping future marketing strategies. This study not only contributes to the academic discourse in digital marketing but also serves as a strategic guide for practitioners in the field, paving the way for responsible and efficient use of technology in marketing."

The application of eye tracking and artificial intelligence in contemporary marketing communication management

Purpose: Paper aims to fill the cognitive gap regarding the role, importance and potential of integrating eye tracking research and artificial intelligence. The main goal of the work was to design a proposal for the synergistic use of eye tracking and artificial intelligence for marketing communication management. Design/methodology/approach: To achieve the planned goal and answer the research questions, methods of systematic literature review, online content analysis, expert interviews and pilot eye tracking studies using the Gazepoint GP3 device and Gazepoint Analysis V6.9.0 software were used. The considerations are conducted in the field of behavioral economics. Findings: During the discussion and analysis of various aspects related to the use of eye tracking, artificial intelligence and neuro research in the context of marketing communication management, the following was established: the importance, applications and synergy of eye tracking and AI in marketing communication; the future of new technologies in marketing; key benefits, challenges and potential of the tools discussed, with particular emphasis on the need for their responsible use along with continuous development in this field. Research limitations/implications: Suggestions for future research on the issues discussed include: ethics and privacy; technological limitations; future dynamics changes. Suggestions for future research include broader analysis of user experience, integration of methods with other technologies, longitudinal research on the impact of AI-generated content personalization, measurement of consumers' emotional engagement. The indicated research areas may contribute to better use of technology in marketing and expand knowledge about non- declarative consumer behavior. Originality/value: The value of the article lies in providing conclusions and practical recommendations as well as identifying areas for further research, which may contribute to a better understanding and use of eye tracking, AI and neuro research in the field of marketing. The entire research project allowed for the design of a proposal for the synergistic use of eye tracking and artificial intelligence for marketing communication management. The article may be valuable for marketing specialists, researchers, students and people interested in the use of modern technologies in marketing. Thanks to its comprehensive perspective, it can be a guide for people interested in introducing these technologies into marketing practice. Keywords: neuromarketing, eye tracking, artificial intelligence, marketing communication. Category of the paper: Research paper.

The Effect of Financial Knowledge, Technology, and Behavioral Control on Student Financial Behavior

At this time, many business activities are assisted by communication technology to stay can gain profit in global competition, which is where all the information becomes fast moving. Therefore, economic development in Indonesia is getting increased. Another factor underlies this economic growth because more than 80% are students who have good financial knowledge and behavioral control and are conceptualized after marketing strategies in marketing management. This study aims to determine The Effect of Financial Knowledge, Technology, and Behavioral Control on Student Financial Behavior and the factors that underlie student behavior increasing in the use of technology in marketing. the researcher used descriptive qualitative method in analyzing this phenomenon. a phenomenon that occurs in the environment of students in utilizing technology related to financial and behavioral knowledge in improving marketing. The results of this research are Proven from 2012 to 2019, the peak was that 80% of students had been able to run a business as a form of good financial behavior to improve a good quality of life. Good financial control behavior is based on several factors such as consumption where students choose to consume goods or services according to their needs. Students can also manage personal and group cash flows well with good financial knowledge based on research and education training at colleges or schools. Students who have good financial knowledge by utilizing technology can choose to invest or save their money so that it can be used in the future. Finally, students are students who grew up in a good social environment, an environment of social behavior with good financial behavior, they will automatically form a good financial control behavior as well. Keywords: technology, financial knowledge, behavioral control

Pengembangan Produk Olahan Jahe di Kecamatan Jenawi Kabupaten Karanganyar (Studi Kasus Kelompok Wanita Tani Desa Sidomukti)

This study aimed to analyzed development strategies that can be applied to ginger processed product in Jenawi District, Karanganyar Regency. Data collected by interview and field observation. Data was analyzed using the IE and SWOT matrix analysis. The Mukti Rahayu Women's Farmer Group was founded in 2009 to process emprit ginger production into instant ginger products and fill in the activities of housewives around the group environment. In addition, the formation of groups also aimed to improve the economic standard of the surrounding community. The results of the identification of internal and external factors were analyzed using the IFE and EFE matrices with a total weight score of 2.91 and 3.11, respectively. These results occupied quadrant II in the IE matrix (growth position). Several alternative strategies were formulated including: adding members and increasing instant ginger production, increasing production scale to meet export demand, tightening QC to maintain quality and expanding offline and online markets, and maximizing the application and use of technology in marketing, accounting and financial records.

DESIGN AND BUILD A PHOTO STUDIO MARKETPLACE IN THE CITY OF PADANG USING THE CODEIGNITER FRAMEWORK

Marketplace is an activity forum that carries out buying and selling transactions in electronic form and the transaction process is very easy and fast. However, there is still little use of technology in marketing and searching for photo studio services, perhaps only limited to using social media such as Instagram, WhatsApp and Facebook. For now it is not easy to find photo studio services with good quality and affordable prices, because there are still few systems that provide detailed information about many photo studios. In addition, from the perspective of service actors, it is still difficult to market their services because they are obstructed by the information media. This marketplace design aims to find out how to promote, order and pay at the photo studio marketplace in Padang City. The design of this marketplace is built on a web basis using the CodeIgniter framework. This application was developed using the Unified Modeling Language (UML) model / method. As a result, it can provide fast service for customers because ordering and payments can be made online.

Effective Use of Digital Marketing Technologies in Commercial Banks

This article describes how commercial banks use digital marketing technology. The purpose of the research is to study effective methods of digital marketing technologies in commercial banks of Uzbekistan. However, the following problems in the provision of remote banking services by commercial banks in our country affect the quality of commercial banks' services: -non-delivery of banking services to consumers of bank services with effective use of marketing technologies; -Actual segmentation of the client base by static and dynamic attributes; - Increase in sales due to the preparation of personal offers and marketing campaigns in various communication channels; - Increasing control over sales performance due to relevant marketing analytics.

Strategi Pengembangan Budidaya Jamur Tiram Di Kabupaten Magetan

Magetan Regency which is located in the western end of East Java Province geographically has the potential in agriculture in the development of horticultural commodities namely oyster mushrooms. Oyster mushroom cultivation in Magetan Regency is relatively new with supporting factors such as affordable raw materials; cultivation techniques that are easy to learn; and humidity factors that support but have weaknesses, one of which is capital; farmer's motivation and tenacity; and the absence of technology application. Based on these conditions, this study aims to: (1) Identify and analyze internal and external factors that influence the development of oyster mushroom agribusiness in Magetan Regency (2) Formulate alternatives and recommend priorities for the development of oyster mushroom in the Regency Magetan. This research uses SWOT analysis and Process Hierarchy Analysis (AHP). The results showed the influential factors that obtained the highest score factors were organic crops, limited capital, motivation and persistence of farmers, public awareness of healthy food, weather and pests. Whereas the alternative that has the highest three priority values is to increase the number of baglogs along with the quality of the baglog quality of mushroom seeds, the application of appropriate management and human resources, and expand the reach of market share and the use of technology in marketing.

Маркетинговые информационные системы: генезис, эволюция и современное состояние

The article deals with the historical background and develop ment stages of the methodology of marketing information systems. It investigates the use of modern information technology in marketing. Also the article summarizes the characteristics of information and marketing centers, industry marketing information systems, geographic marketing information systems, marketing automation, customer relationship management systems, interactive voice services, technologies for monitoring social networks.

Monitoring the Ethical Use of Sales Technology: An Exploratory Field Investigation

The use of technology in marketing has become an increasingly important competitive tool in developing and maintaining efficient and productive customer relationships. However, the ethics of using this technology has received little attention. This study investigates how and if marketing organizations are adapting their ethics policies to incorporate use of sales technology (ST). Based on in-depth interviews with executives from a variety of highly regulated to nonregulated business-to-business and business-to-consumer industries, our results show that, although most organizations indeed have codes of ethics, there appears to be a gray area of how these codes address ST. Further, it appears that monitoring the ethical use of ST varies and can be a frustrating and time-consuming issue for marketing and sales executives. Implications of our findings are discussed for the benefit of marketing practitioners, ethics managers, and researchers.

IS THERE ANY ROOM FOR INNOVATION IN THE MARKETING AUDIT?

Marketing audit has been evolved since 1950’s to the present. Every decade had its own improvement in its essences, objectives, methods and applications. The audit, however, has many challenges in present and future as it facing different marketing environment, marketing practice and development of other sciences. Some issues have to answer such environmentalism, ethics, change in information technology, culture challenges, strategic management, the use of technology in marketing, value based marketing, multiple products and strategic business units, resource based valuation, scorecards, etc. Marketing audit needs to have some adaptations, could be in the essence, methods and applications. This essay is a literature review regarding marketing audit in the view of methods and applications. The objective of the essay is to stimulate some ideas to innovate the marketing audit.

Hospitality 2000 — The Technology: Building customer relationships

The strategic use of technology in marketing is one of the most significant challenges facing the hospitality industry. This paper reports on findings of a survey of global executives and addresses strategy, organisation, sales and marketing, customer information and operations as they relate to technology and its future role in the industry. It then focuses on the management of customer relationships using technology.

Scanning the Environment of Tourism Attractions:

The objective of this research project was to identify patterns of activity that exist in the context of the general environment of the tourism industry and to identify possible trends emanating from this environment that will likely shape the structure of the industry over the next 10 years. The content analysis research methodology was used to scan the body of literature relevant to the industry environment. The major trends identified and explored are: changing consumer preferences, smaller scale tourist attractions appealing to more niche oriented segments, greater local involvement in tourism development decisions, more precise targeting and aggressive marketing, greater use of technology in marketing and servicing tourists, increased alliances especially among small firms, greater and more aggressive involvement of industry association and greater international expansion in the developing world.